Will Deepfakes Disappear in the US Presidential Election?... Proposal to Require AI Disclosure in Ads

FCC Rule Proposal Released
Online and Streaming AI Ads in Blind Spots

With the upcoming U.S. presidential election in November, the Federal Communications Commission (FCC) announced on the 22nd (local time) that it is considering a measure to require disclosure when artificial intelligence (AI) is used in political advertisements.

Jessica Rosenworcel, FCC Chairwoman, stated, "As access to AI tools increases, it is necessary to ensure that viewers are aware when such technology is being used," while announcing the proposed rule.

[Image source=AP Yonhap News]

The FCC said, "AI is expected to play a significant role in creating political advertisements this year and beyond," but added, "the use of AI in political ads, especially through deepfakes (videos that synthesize the faces of specific individuals), could potentially provide voters with false information."

If this rule is adopted by the FCC, political advertisements on TV, radio, and cable will be required to disclose whether AI was used in content creation. The use of AI in political ads will not be completely banned.

However, the proposed rule does not include a specific definition of AI-generated content. There are also regulatory limitations. The Associated Press pointed out, "Since the FCC only has regulatory authority over TV, radio, and some cable providers, it will not be able to address AI advertisements on rapidly growing online and streaming platforms."

Ahead of the presidential election, concerns are growing in U.S. political circles that AI content could influence voters. This is because deepfake content featuring presidential candidates, such as deepfake images of former President Trump being arrested, is circulating. In India, AI deepfake videos are being indiscriminately spread, causing distress, including those featuring Bollywood actors criticizing Prime Minister Narendra Modi. In the U.S. Congress, several senators from both parties have introduced bills to regulate AI.

Earlier, in February, the FCC banned the use of AI-generated fake voices, known as "audio deepfakes," in telephone marketing. This was prompted by the use of a "fake President Biden phone call" employing President Joe Biden's voice during the New Hampshire Democratic presidential primary campaign.